There were quite a few surprises, from an advertising point of view, and this one really gave all of us on my Twitter Party (#GGExp) quite a pop.
It's from Dr. Pepper, featuring their "one of a kind" campaign. But this execution was completely appropriate, particularly in the moment. It features Michelle Phan, a beauty guru made famous by her YouTube videos that give women beauty tips. In the Dr. Pepper spot we learn that she's a self-made "brand" as her story unfolds through the spot.
Michelle's is a story of entrepreneurship, digital marketing, personal branding, and ultimately understanding what your audience wants. Perhaps something that Dr. Pepper is looking to align with, apparently.
The irony is that the brand used mass advertising to highlight a digital and social media icon. And they used an event generally targeted to women, to partner with a brand that speaks directly to women. It's a complete buffet of marketing assets coming together, indicative of the kind of advertising and branding that we see work in today's mixed media environment.
Michelle's is an aspirational brand story, and we see that Dr. Pepper is hoping that the affinity for Michelle will halo over to their brand as well. Quite smart.
The targeting and the messaging is dead on, and quite inspiring.
What's your experience? Jim.